Emerging branding trends in the post-COVID world

Toniatti, Clarisse de Aguiar; Guerreiro, Maria Manuela; Viana, Carla; Pereira, Luis

Publication

Emerging branding trends in the post-COVID world

2023-07Journal article

dc.contributor.author	Toniatti, Clarisse de Aguiar
dc.contributor.author	Guerreiro, Maria Manuela
dc.contributor.author	Viana, Carla
dc.contributor.author	Pereira, Luis
dc.date.accessioned	2023-07-28T10:40:49Z
dc.date.available	2023-07-28T10:40:49Z
dc.date.issued	2023-07
dc.description.abstract	Innovative branding approaches are emerging since the fundamentals of brand management are being called into question. This scenario has been enhanced by COVID-19, which has brought profound impacts from which a dif-ferent world will emerge. Building on this, the purpose of this study is twofold. First, to explore how the COVID-19 pandemic is influencing new trends in brand management. Second, to identify the trends that may consolidate in the post-COVID scenario. A qualitative and exploratory approach was adopted through the Delphi Method. An informa-tion-gathering process was undertaken by a panel of 45 marketing professionals from Portugal and Brazil. Informed by the Brand Work Manifesto principles, the most relevant trends to consolidate in the post-pandemic world were addressed, and findings highlight four of them: Open, new ways for the brand to generate value through an open and deeper relationship with stakeholders in the ecosystem; Agile, growing relevance of agile and flexible brand manage- ment; Digital, how the digital revolution is transforming brand management; and Authentic, the growing importance of brand purpose to generate true value.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.doi	10.34623/qstn-4p54	pt_PT
dc.identifier.issn	2795-5044
dc.identifier.uri	http://hdl.handle.net/10400.1/19889
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	Universidade do Algarve, CINTURS	pt_PT
dc.relation	Research Centre for Tourism, Sustainability and Well-being
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Brand management	pt_PT
dc.subject	Branding marketing	pt_PT
dc.subject	Delphi method	pt_PT
dc.title	Emerging branding trends in the post-COVID world	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.awardTitle	Research Centre for Tourism, Sustainability and Well-being
oaire.awardURI	info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04020%2F2020/PT
oaire.citation.endPage	115	pt_PT
oaire.citation.issue	2	pt_PT
oaire.citation.startPage	100	pt_PT
oaire.citation.title	Journal of Tourism, Sustainability and Well-being	pt_PT
oaire.citation.volume	11	pt_PT
oaire.fundingStream	6817 - DCRRNI ID
person.familyName	Martins Guerreiro
person.familyName	Nobre Pereira
person.givenName	Maria Manuela
person.givenName	Luis
person.identifier.ciencia-id	0616-9DC2-CCD3
person.identifier.ciencia-id	6114-E329-972E
person.identifier.orcid	0000-0002-6398-9712
person.identifier.orcid	0000-0003-0917-7163
person.identifier.scopus-author-id	38361439300
project.funder.identifier	http://doi.org/10.13039/501100001871
project.funder.name	Fundação para a Ciência e a Tecnologia
rcaap.rights	openAccess	pt_PT
rcaap.type	article	pt_PT
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